Wulan Probo Bintari, Agus Dwi Cahya, Novita Wulandari
{"title":"分析市场营销策略,以努力吸引消费者购买兴趣的mspeyek纱丽menmenung kidul","authors":"Wulan Probo Bintari, Agus Dwi Cahya, Novita Wulandari","doi":"10.33884/JIMUPB.V9I2.3720","DOIUrl":null,"url":null,"abstract":"Marketing strategy has an important role for Micro, Small and Medium Enterprises (MSMEs). The important role of the right marketing strategy will be able to attract consumers to buy the products. Currently, MSMEs in Indonesia are experiencing very rapid development, especially in the culinary field. \"Sari Menir\" is a MSME that produces peyek snack which is located at RT005/RW002, Plembon Lor, Logandeng, Playen, Gunungkidul, Yogyakarta. The purpose of this study is to analyze the implementation of marketing strategies in an effort to attract consumer buying interest in Sari Menir MSME. This study uses a descriptive approach with qualitative methods. The technique of determining the place using purposive area method. The research source was selected by purposive sampling method. The resource person in this study were Mrs Ratna Anjarwati as the manager and the daughter of MSME Sari Menir founder. Data collection techniques using interview and documentation methods. The data analysis technique was carried out through stages of data reduction, data display, and drawing conclusions. The results showed that Sari Menir MSME using the marketing mix strategy in an effort to attract consumers buying interest. The marketing mix strategy carried out by Sari Menir MSME as follows: Maintaining product quality by using good quality raw materials; Set the right and appropriate price; Using direct and indirect distribution channels to reach strategic locations; Take part in exhibitions and apply word of mouth as promotional advice.","PeriodicalId":326664,"journal":{"name":"JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam)","volume":"630 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"ANALYSIS OF MARKETING STRATEGY IN AN EFFORT TO ATTRACT CONSUMER BUYING INTEREST ON MSME PEYEK SARI MENIR GUNUNG KIDUL\",\"authors\":\"Wulan Probo Bintari, Agus Dwi Cahya, Novita Wulandari\",\"doi\":\"10.33884/JIMUPB.V9I2.3720\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Marketing strategy has an important role for Micro, Small and Medium Enterprises (MSMEs). The important role of the right marketing strategy will be able to attract consumers to buy the products. Currently, MSMEs in Indonesia are experiencing very rapid development, especially in the culinary field. \\\"Sari Menir\\\" is a MSME that produces peyek snack which is located at RT005/RW002, Plembon Lor, Logandeng, Playen, Gunungkidul, Yogyakarta. The purpose of this study is to analyze the implementation of marketing strategies in an effort to attract consumer buying interest in Sari Menir MSME. This study uses a descriptive approach with qualitative methods. The technique of determining the place using purposive area method. The research source was selected by purposive sampling method. The resource person in this study were Mrs Ratna Anjarwati as the manager and the daughter of MSME Sari Menir founder. Data collection techniques using interview and documentation methods. The data analysis technique was carried out through stages of data reduction, data display, and drawing conclusions. The results showed that Sari Menir MSME using the marketing mix strategy in an effort to attract consumers buying interest. The marketing mix strategy carried out by Sari Menir MSME as follows: Maintaining product quality by using good quality raw materials; Set the right and appropriate price; Using direct and indirect distribution channels to reach strategic locations; Take part in exhibitions and apply word of mouth as promotional advice.\",\"PeriodicalId\":326664,\"journal\":{\"name\":\"JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam)\",\"volume\":\"630 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-08-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.33884/JIMUPB.V9I2.3720\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33884/JIMUPB.V9I2.3720","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
营销策略对中小微企业具有重要的作用。正确的营销策略的重要作用在于能够吸引消费者购买产品。目前,印尼的中小微企业正经历着非常迅速的发展,尤其是在烹饪领域。“Sari Menir”是一家生产peyek小吃的MSME,位于RT005/RW002, Plembon Lor, Logandeng, Playen, Gunungkidul,日惹。本研究的目的是分析营销策略的实施,以努力吸引消费者对莎丽梅尼尔中小微企业的购买兴趣。本研究采用定性方法的描述性方法。目的面积法确定地点的技术。采用目的抽样法选择研究来源。本研究的资源人员是Ratna Anjarwati女士,她是MSME Sari Menir创始人的女儿。使用访谈和文档方法的数据收集技术。数据分析技术是通过数据还原、数据显示、得出结论等阶段进行的。结果表明,莎丽梅尼尔中小微企业采用了营销组合策略,努力吸引消费者的购买兴趣。Sari Menir MSME的营销组合策略如下:使用优质的原材料,保持产品质量;设定合适的价格;利用直接和间接分销渠道到达战略地点;参加展会,并将口碑作为推广建议。
ANALYSIS OF MARKETING STRATEGY IN AN EFFORT TO ATTRACT CONSUMER BUYING INTEREST ON MSME PEYEK SARI MENIR GUNUNG KIDUL
Marketing strategy has an important role for Micro, Small and Medium Enterprises (MSMEs). The important role of the right marketing strategy will be able to attract consumers to buy the products. Currently, MSMEs in Indonesia are experiencing very rapid development, especially in the culinary field. "Sari Menir" is a MSME that produces peyek snack which is located at RT005/RW002, Plembon Lor, Logandeng, Playen, Gunungkidul, Yogyakarta. The purpose of this study is to analyze the implementation of marketing strategies in an effort to attract consumer buying interest in Sari Menir MSME. This study uses a descriptive approach with qualitative methods. The technique of determining the place using purposive area method. The research source was selected by purposive sampling method. The resource person in this study were Mrs Ratna Anjarwati as the manager and the daughter of MSME Sari Menir founder. Data collection techniques using interview and documentation methods. The data analysis technique was carried out through stages of data reduction, data display, and drawing conclusions. The results showed that Sari Menir MSME using the marketing mix strategy in an effort to attract consumers buying interest. The marketing mix strategy carried out by Sari Menir MSME as follows: Maintaining product quality by using good quality raw materials; Set the right and appropriate price; Using direct and indirect distribution channels to reach strategic locations; Take part in exhibitions and apply word of mouth as promotional advice.